This article examines and comments on the role of clinical directors in the NHS (UK), with specific reference to the relevance of a strategic marketing emphasis. It utilises qualitative methodologies to collect data from stakeholders ‐ in particular, clinical directors and other managers ‐ from two NHS trust hospitals. It examines the extent to which a marketing approach is applicable to clinical managers working in these two hospitals. It utilises a conceptual framework devised by Kottler and Andreason, to highlight whether a marketing approach is, in fact, utilised by these managers. It suggests that a strategic marketing approach (based upon relationships), remains relevant to clinical management, notwithstanding recent changes in government policy.
Willcocks, S. and Conway, T. (1998), "Strategic marketing and clinical management in health care: a possible way forward", Journal of Management in Medicine, Vol. 12 No. 2, pp. 120-134. https://doi.org/10.1108/02689239810227146Download as .RIS
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